Application of the principles of healthy nutrition in the network of fast food service enterprises of Astrakhan

Abstract

The market of fast food restaurants in Russia is growing by more than 5 % every year, despite the economic downturn. But new trends in nutrition dictate fast food to change the approach to their products. Fashion for proper nutrition and a healthy lifestyle especially captured the younger generation, which is the main group of consumers of food service. This trend is promoted by information resources, an increasing number of fitness clubs, popularization of sports and beautiful body, as well as major government projects. To improve the competitiveness and attraction of a wide circle of consumers from the entrepreneur necessitated the development of new formulations with the application of the principles of a healthy diet (proper nutrition). Marketing research was conducted by questionnaire survey. After analyzing the taste preferences, the factors influencing the choice of dishes, a commitment to a healthy way of living, the attractiveness of healthy dishes are served guests a network of public catering enterprises individual entrepreneur G. Astrakhan, concluded that the range (menu) of the company must include dishes with the concept of a healthy diet and implement the format of FAST CASUAL (fast casual), the basis of which is fresh products of the highest quality, gentle heat treatment, balanced composition, without flavor enhancers and preservatives, with the speed of service and original supply. Having studied the range of products, having analyzed the concept of a healthy diet in relation to this area of catering, recipes and technical and technological maps of sandwiches were developed taking into account the principles of a healthy and balanced diet. These innovations at the enterprise should increase profitability and competitive position among similar catering enterprises of the city of Astrakhan